Project:

N.I. Natural Intelligence

In this DTC campaign, 1906 Cannabis wanted to boost sales of its GENIUS line of micro-dose edibles. 1906 GENIUS drops are designed to use a combination of cannabis and plant medicines to supercharge your brainpower and give you the mental flexibility to make new connections.

I was immediately struck by how similar these benefits are to those of A.I., which spawned our tongue-in-cheek conceptual conceit:

1906 GENIUS drops are powered by Natural Intelligence.

We spoofed A.I. imagery and language across all of our channels, from banners to social to email to in-dispensary messaging.